Rubio's(R) Launches New Online Merchandise Store on Cyber Monday

Iconic Coastal Grill Brings Southern California Flair to Retail. End Quote

San Diego, CA (1888PressRelease) November 26, 2012 - The restaurant chain known for its fish tacos, flavorful seafood dishes, and devotion to the ocean, is now bringing its Southern California flair to clothing, drinkware, lifestyle accessories and more. Rubio's Restaurants® is launching its online merchandise store (www.rubios.com/gear) to offer consumers more ways to express their love of Rubio's. Featuring a variety of Rubio's gear for all ages, the items in the new online store represent the brand's passion for costal living and dedication to quality.

Created and designed by an in-house team of artists, the Rubio's online store offers t-shirts, sweatshirts, baby onesies, kids clothes, tanks tops, aprons, reusable shopping bags, canvas totes, water bottles, coffee mugs, phone cases, stickers, key chains, license plate holders, flip flops and much more.

"At Rubio's, we are dedicated to creating delicious, chef-crafted recipes and memorable experiences," said Ralph Rubio, founder of Rubio's. "There was so much passion and attention to detail that went into the creation of the Original Fish Taco® recipe and, once completed, I hoped that Rubio's guests would see it, taste it and love it as much as I did. Now, after almost 30 years, I'm still in awe of the devotion our guests have for Rubio's and that's why we're thrilled to launch an online store that delivers more of the Rubio's culture to our guests."

The Rubio's online merchandise store is one of the brand's many initiatives that will be rolling out as the restaurant chain celebrates its 30th anniversary. Founded in 1983, Rubio's opened its first store, a walk-up location, in the San Diego community of Mission Bay. Since then, Rubio's has sold more than 150 million fish tacos and continues to expand its menu with innovative recipes inspired by the sea, ranging from sustainable shrimp and Atlantic salmon to seasonal Langostino lobster and wild Alaska Pollock. In addition to serving certified sustainable seafood, Rubio's also offers grilled marinated chicken and steak, "no fried" pinto beans℠, salads, handmade guacamole, and a variety of proprietary salsas - all prepared in our kitchens.

Starting Cyber Monday, fans, friends and newcomers alike are invited to visit the Rubio's merchandise store at www.rubios.com/gear.

For more information on Rubio's, the merchandise store or to find a location near you, visit: http://rubios.com. Fans can also join in the conversation and be among the first to hear about upcoming events, including Rubio's 30th anniversary celebrations, on Facebook at http://facebook.com/rubios and Twitter at http://twitter.com/rubiostweets.

About Rubio's Restaurants:
The first restaurant was opened in 1983 in San Diego by Ralph Rubio and his father, Ray, who started the fish taco phenomenon that spread across the nation. Today, Rubio's menu has grown from The Original Fish Taco® to include additional chef-crafted seafood recipes that feature sustainable shrimp, Atlantic salmon, Regal Springs® tilapia and mahi mahi. In addition to certified sustainable seafood, Rubio's offers grilled marinated chicken and steak, salads, handmade guacamole, "no fried" pinto beanssm and a variety of salsas that are prepared daily. Rubio's is headquartered in Carlsbad, Calif., and operates 196 restaurants in California, Arizona, Colorado, Utah and Nevada. For more information, visit http://rubios.com.

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